BRIAN DANLEY

EXECUTIVE SUMMARY

BUSINESS CHARACTERISTICS: Target market: age 50+ adults Convenient in-home fitness training Experienced ISSA-certified trainers Very affordable rates beginning at

$80/session

INTRODUCTION

20% of older adults have chronic disabilities

38% of older adults are sedentary Many older adults lack knowledge

of how to perform physical activities

(Source: NIA, 2006)

COMPANY DESCRIPTION

SPECIFIC SERVICES OFFERED: Fitness and wellness Stability ball exercises Managing and preventing back

pain Weight loss Safe strength training

MISSION STATEMENT

“Our company aims to help older adults to better their health by reducing the onset of chronic illness and enhance general well-being and functional abilities throughout their lives.”

COMPETITOR ANALYSIS

In-home training is virtually untapped market

Primary competitors: YMCA/YWCA

1. Loyal membership2. Wide variety of programs

SWOT ANALYSIS

STRENGTHS:1. Experienced personal trainers2. ACSM exercise programs utilized3. Nutritional consultations4. Trainer comes to your fitness

facility5. Affordable session fee rates

SWOT ANALYSIS (cont)

WEAKNESSES:1. Only five personal trainers on

staff2. Personal transportation costs

SWOT ANALYSIS (cont)

OPPORTUNITIES:1. Expected large demand for in-

home training2. Lucrative market

SWOT ANALYSIS (cont)

THREATS:1. Competing with non-profit fitness

franchises (ie. YMCA)2. Lack of variety of fitness

equipment

TARGET MARKET ANALYSIS

Older adult 50+ years of age

Motivators to exercise:1. High cost of prescription medications2. Obesity epidemic3. Health-care cost savings4. Disposable income5. Increased available time

(Source: Valenzuela, 2002)

TARGET MARKET ANALYSIS (cont) Motivators to exercise:6. Accessibility of fitness facility7. Desire to maintain functional

abilities8. Desire to maintain independent

lifestyle9. Desire to increase quality of life10. Healthcare insurance

incentives/rewards(Source: Valenzuela, 2002)

TARGET MARKET ANALYSIS (cont)

Motivators to exercise:13. Desire to reduce onset of

chronic disabilities14. Never too late to begin15. Sedentary behavior

detrimental to health(Source: Valenzuela, 2002)

TARGET MARKET ANALYSIS (cont)

Expansive and lucrative market share Each day for next 20 years 11,000 baby

boomers will turn 50 years of age (Davis, 2002)

2000: 35 million adults 65+ years of age 2030: 70 million adults 65+ years of age

(NIA: 2006)

About 34% adults 50+ years of age are sedentary (CDC: 2001)

FINANCING

START-UP COSTS: Licensing/Permits/Legal

Sales permit Business license Legal counsel

Liability insurance Injury lawsuits

FINANCING (cont)

3-MONTH PROJECTION EXPENDITURES: Legal fees Transportation Communication Advertising

FINANCING (cont)

Communication Nextel

8 handheld 2-way radios Radios are $99 each Plan is $59.99/mo Activation fee is $12.50 each

LEGAL

Documents Partnership Filings Employer Identification Number (EIN) Permits/Licensing Tax Information

Income tax Employment tax Forms

MARKET OBJECTIVES

Target adults 50+ years of age via flyers, business cards and media ads

Provide fitness training services at gyms where older adults reside

Charge non-negotiable per session fee of $80 to be paid in advance

MARKETING STRATEGIES AND TACTICS Determine older adult

residence locations 1. DMV2. Real estate agencies3. Online census data4. Professional marketing firms5. AARP listings

(Source: Echmann, 1998)

MARKETING STRATEGIES AND TACTICS (cont) Determine availability of gyms Post company flyers1. Residential offices2. Local grocery stores3. Libraries4. Churches5. Hospitals6. Post offices (Source: Echmann, 1998)

MARKETING STRATEGIES AND TACTICS (cont)

Provide business cards1. Local restaurants2. Hair/nail salons3. Senior/community centers4. Country clubs5. Diet/nutrition centers

(Source: Echmann, 1998)

MARKETING STRATEGIES AND TACTICS (cont)

Place ad in Mercury News Create online business profile

webpage Network with AARP, Golden

Kiwanis, and Rotary Clubs

(Source: Echmann, 1998)

SUMMARY

In-home personal training1. Convenient2. No hassle with traffic3. Increase functional abilities4. Reduce onset of chronic

disabilities